STATCOUNTER

February 2017

Though the majority of my blogs are limited to good marketing ideas, occasionally I will post thoughts about more wide-ranging, though related, ideas.

Such as the latest problem for those of us who make a living seated in front of a computer. It is the very real danger that is caused by constant sitting. Even the Mayo clinic has weighed in.

They cite research that has linked sitting for long periods of time with a number of health concerns, including obesity and increased blood pressure, high blood sugar, excess body fat around the waist and abnormal cholesterol levels. If that’s not scary enough, they state that too much sitting also seems to increase the risk of death from cardiovascular disease and cancer.

Then they add: “Any extended sitting —such as behind a desk at work — can be harmful. What's more, spending a few hours a week at the gym or otherwise engaged in moderate or vigorous activity doesn't seem to significantly offset the risk.”

Sitting, it has been said, is to today’s health concerns what smoking used to be, before no smoking areas and other assorted warnings finally kicked in. (Is it time for a no sitting zone?)

And the Harvard Health publications blog quotes a report that more than half of the average person’s waking hours are spent sitting: watching television, working at a computer, commuting, or doing other physically inactive pursuits.

The obvious solution seems to be less sitting and more moving. Perhaps you can start simply by standing rather than sitting whenever you have the chance. Try standing while talking on the phone, or try a standing desk. Even if you have lunch delivered to your desk, take a walk around the block before you eat your meal. Use an app to alert you every half hour or so, to remind you to stand and walk.

At the very least, as my blog title suggests, you should fidget while seated. You know, bounce your heels, tap your feet, and move your legs. It’s as simple—and important— as that.

There are so many things I don’t really understand. Like why is your image reversed in a mirror? Or why don’t we get electrocuted when we turn on a light?

And when it comes to ads, every once in a while I get equally perplexed. As I did with this insert from Tropicana. “Bring out your best you with Tropicana”

My “Best you”? What does that even mean? And what does it have to do with orange juice?

As I have mentioned in the past, I have a soft spot in my heart for Tropicana. My daughter was in their very first national campaign, the one that introduced the straw sticking into the orange—an image that they are still using today. She was the one who popped up from behind a table with the straw inserted into the orange, after all the adults had attempted to stick the straw in the orange, without success.

But that was then. Now we have messages like “Bring out your best you with Tropicana.” And since I am completely befuddled as to its meaning, I am counting on my readers to help. Send me, in the usual twenty-five words or less, your take on what they are actually trying to say. The winner won’t actually be selected at random. I will only choose from answers that actually make sense. But don’t worry too much about the judging process, since there is no actual prize being given. Except for my thanks.

So if you have any idea what the Tropicana idea is, please let me know.

Cover of How to Make Good Decisions and Be Right All the Time (Photo credit: Wikipedia)

It is probably human nature to do the easy stuff first when faced with a bunch of tasks. You get an immediate feeling of accomplishment as you quickly check items from your to-do list. And it’s not as if you are actually stalling; these undemanding things do have to get done, sooner or later. You just happened to choose “sooner.”

Of course, in the back of your mind, there is that nagging thought that you really have to get to the big thing, be it the concept, the visual, or the headline. And the longer you put it off, the less time you will actually have to solve the big problem. Sure, you may be saying that while you are performing the mundane tasks, you are actually allowing your subconscious to do its creative thing. And you may be correct. Then again…

Do the easy stuff first?

It is probably human nature to do the hard stuff first when faced with a bunch of tasks. You get an immediate feeling of accomplishment when you tackle the toughest job first. That is probably when you are at your freshest; no fatigue, no time pressure. And it’s not as if you are actually stalling; the undemanding things do have to get done, sooner or later. You just happened to choose “later.”

Of course, in the back of your mind, there is that nagging thought that you really have to get to the smaller things, be it filling in the time sheet, selecting the font, or simply resizing the logo. And the longer you put it off, the less time you will actually have to get the job done. Sure, you may be saying that while you are focusing on the harder tasks, you are actually allowing your subconscious to figure out the easy stuff. And you may be correct.

Then again…

It is probably human nature for you to prefer doing one or the other. Just as some people are always early and some are always late (Bonnie, you reading this?). Some weigh themselves once a week, some every day. No right way, no wrong.

But my idea for you is to change things up and see where slight discomfort from your routine ends up taking you. That is, if you usually jump right in with the simple tasks, try doing the “impossible” early on.

Or if you thrive on the challenge of solving the main problem first, slow down and try doing the easy parts first. Either way, getting out of your usual comfort zone might lead you to some unexpected solutions.

How can you make it seem as if your message was designed primarily for your target audience? After all, the more specific your message is, the more effective it will be. Yes, I know it is said to be a numbers game; the more people you reach, the more likely you are to make the sale. But if you reach millions of vegetarians with your message touting the taste of rib eye steaks, don’t expect too many conversions.

To appear different than your competitors is a very difficult thing to do. The truth is, probably at least 75 per cent of what you are offering is pretty much the same as what they say they provide. But if you can deliver your message in such a way that it seems tailor-made for a particular group, attention will be paid. Even if the message itself leans towards the generic.

Here’s one example. Let’s say you make products specifically for art directors. Write an article titled, “10 Essential Desk Exercises,” and you are casting the proverbial wide net; many people may read it, but only some of them will ever be interested in your products.

Now, let’s use the same article, but headline it: “10 Essential Desk Exercises For Designers.” See the difference? That’s why I was so intrigued when I saw this infographic.

It’s what gave me the idea for this blog; the idea that you can take a universal appeal, and apply it as if it were created for a specific group. And no, I don’t think that that is cheating. The information you are providing is of value. It is just a method to focus on the target you want to respond.

If I were selling dummies, would I do better with a blog headline that said: “A method to help you target your message”? Or a headline that suggested, “A method to help you target your message to ventriloquists”?